Skechers Markets Butt-Toning Shoe to Little Girls

by Rayne Millaray

We trust moms to run away from this ad campaign.

There's a new shoe on the market for young girls youth size two and up that's got parents all up in arms. It started as a women's shoe geared toward firming butts and thighs. Now, it's being marketed as an easy way to keep your daughter thin.

They're called “Shape-ups” and they're by Skechers. And from the rail-thin Miley-esque teeny bopper wearing a skirt that barely grazes the cusp of her rump, to the greasy junk food boys who couldn't keep up, the cartoon advertisement is a little disconcerting. But the company says it's just like Michelle Obama's “Let's Move” campaign.

And if the video isn't enough, the comments killed us.

It's Disney's fault. Or “only fat people wouldn't want their toddler daughters wearing shoes marketed for having a sexier physique” ... Or it's okay for our 2-10-year-old girls to worry about being “hot” if by “hot” you mean “skinny” ... And then there’s a rant about the US government trying to control us through commerce disguised as fashion. Or was it health advice? We're so confused!

One thing's for sure. Those shoes look like they could roll even the strongest ankle. And podiatrists seem to agree.